Tvisebrivi meTodebi socialur kvlevaSi - Center for Social Sciences
Tvisebrivi meTodebi socialur kvlevaSi - Center for Social Sciences
Tvisebrivi meTodebi socialur kvlevaSi - Center for Social Sciences
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kvlevebSi da maT sayovelTao aRiareba poves rogorc marketingSi, aseve<br />
politikuri situaciebis da <strong>socialur</strong>i problemebis Seswavlisas, Teoriuli<br />
TvalsazrisiT jerac ar aris Seswavlili Tu ra tipis gamokvlevebSia es meTodi<br />
yvelaze ufro mizanSewonili. iTvleba, rom fokus-jgufebis gamoyeneba<br />
saukeTeso Sedegebs sabazro situaciis, bazarze axali saqonlisaTvis Sesaferisi<br />
adgilis Seswavlis mizniT Catarebul kvlevebSi iZleva. es meTodi yvelaze ukeT<br />
gvexmareba gavigoT respondentebis azri ama Tu im saqonlis Sesaxeb, davadginoT<br />
am saqonlis moxmarebis <strong>for</strong>mebi da, rac ara nakleb mniSvnelovania, arCevanis<br />
gakeTebis motivebi. es in<strong>for</strong>macia SemdgomSi exmareba mwarmoeblebs, gaaumjobeson<br />
saqonlis xarisxi, Secvalon sareklamo strategia da sxv. aseve, fokusjgufebis<br />
gamoyeneba efeqturia momavali reklamis efeqturobis gansazRvis<br />
mizniT. marketingis garda, es meTodi farTod gamoiyeneba politikur kvlevebSi,<br />
politikuri partiebis an calkeuli politikosebis imijis da maTi saarCevno Sansebis<br />
Sefasebisa da gaumjobesebis mizniT. fokus-jgufebi <strong>socialur</strong>i xasiaTis<br />
kvlevebSic gamoiyeneba, xSirad — rogorc problemis winaswari Seswavlis<br />
saSualeba an raime <strong>socialur</strong>i programis efeqturobis Sefasebis mizniT.<br />
amasTan, aris Temebi, romelTa Seswavlisas mizanSewonili ar iqneba fokusjgufebis<br />
gamoyeneba. esenia, upirveles yovlisa, intimuri xasiaTis sakiTxebi,<br />
maT Soris — piradi higiena, col-qmruli urTierTobebi, Ralati ojaxSi. fokusjgufis<br />
meTodi aseve naklebefeqturia respondentebis Semosavlis da saerTod,<br />
maTi finansuri mdgomareobis Sesaxeb kvlevis Catarebisas.<br />
meTodis daxasiaTeba<br />
rogorc mkvlevarTa didi nawili Tvlis, fokus-jgufebi saSualebas gvaZlevs,<br />
ara mxolod Zalian Rrmad SeviswavloT esa Tu is rTuli sakiTxi, aramed<br />
SeviqmnaT naTeli warmodgena am sakiTxis irgvliv sazogadoebaSi arsebuli azrTa<br />
mravalferovnebis Sesaxeb. fokus-jgufis dros warmoqmnili diskusiebis Sedegad<br />
ukeT vlindeba respondentebis damokidebuleba garkveuli <strong>socialur</strong>i problemebisadmi,<br />
maTi fsiqologiuri ganwyobebi da emociuri Sefasebebi, romlebic<br />
xSirad arc aris Segnebulad gaTviTcnobierebuli respondentebis mier.<br />
rogorc ukve aRvniSneT, fokus-jgufis monawileTa raodenoba 8-dan 10-mde<br />
meryeobs, Tumca zog SemTxvevaSi respondentTa minimaluri raodenoba SeiZleba<br />
5-6 iyos, xolo maqsimaluri — 12. 40 respondentTa raodenobis mkacri SezRudva<br />
imitomaa aucilebeli, rom fokus-jgufis msvlelobaSi mis yvela monawiles unda<br />
mieces Tavisi azris Tavisuflad da srulad gamoTqmis saSualeba. Tu es piroba<br />
ar sruleba, fokus-jgufi ver aRwevs Tavis mizans.<br />
rogorc wesi, fokus-jgufis monawileebs specialuri kriteriumebis safuZvelze<br />
arCeven, es kriteriumebi ki gamokvlevis amocanebiTaa ganpirobebuli.<br />
upirvelesi moTxovna monawileTa SerCevisadmi isaa, rom isini unda iyvnen gaTviTcnobierebulni<br />
im sakiTxTan dakavSirebiT, romelsac fokus-jgufi eZRvneba<br />
(marketinguli kvlevebis SemTxvevaSi — unda iyvnen ama Tu im saqonlis momxmareblebi,<br />
an potenciuri momxmareblebi).<br />
saerTo rekomendaciis Tanaxmad, fokus-jgufis monawileebi ar unda icobnden<br />
erTmaneTs da jgufis wamyvans. iTvleba, rom ucxo adamianebs Soris jgufis<br />
msvlelobisas SeiZleba e.w. “Tanamgzavris efeqti” gaCndes, da respondentebi met<br />
gulaxdilobas gamoiCenen im adamianebis gverdiT, romlebsac ar icnoben, visac<br />
cxovrebaSi pirvelad da ukanasknelad xedaven. magram rig SemTxvevaSi (magaliTad,<br />
patara TemebSi muSaobisas) am moTxovnis dakmayofileba Zalze rTulia.<br />
amasTan dakavSirebiT unda aRiniSnos, rom cnobilia SemTxvevebi, rodesac Catarebuli<br />
iqna fokus-jgufebis seria, sadac yvela respondenti icnobda erTmaneTs.<br />
am jgufebis ara<strong>for</strong>maluri xasiaTis xazgasmis mizniT isini erT-erTi respondentis<br />
binaSi Catarda. rogorc am eqsperimentma daadastura, aseT pirobebSi<br />
40 aris SemTxvevebi, rodesac fokus-jgufis wevrebis raodenoba 15-s aRwevs, magram es ar<br />
aris mizanSewonili.<br />
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